William Hill launches in Latvia after subsidiary rebrand
Operator expands presence in Europe via rebrand of local operator 11.lv as 888 shareholders approve proposed acquisition
William Hill has gone live in Latvia after a rebrand of its local sports betting subsidiary brand, 11.lv.
Hills acquired 11.lv as part of its £242m purchase of Mr Green in 2019, giving it access to a swathe of new markets.
Mr Green acquired 11.lv in June 2018 in an all-cash deal worth €2.8m.
11.lv has held a local licence in the Baltic nation since 2012, and has since grown into a top-three firm in online sports betting and casino.
Hills said it was planning to use existing media partnerships to promote itself in the market, while tapping into the “power sports and betting have to connect people in a responsible environment.”
The launch of the William Hill brand in Latvia coincides with a series of high-profile sporting events in the country, including the 2022 IIHF World Championship and the Latvian FA Cup.
Nir Hakarmeli, William Hill International MD, said the work done to build the operator’s standing in Latvia would provide a springboard for the next stage of its development.
He said: “I am very proud of the work done building the 11.lv brand in the Latvian market, becoming one of the leading brands in the country.
“This makes us well-positioned to take this strategic step, and we look forward to introducing one of the strongest brands in the industry and proving to our Latvian customers that William Hill is who you play with,” he added.
Elsewhere, 888 shareholders gave the green light for its proposed acquisition of William Hill International at an extraordinary general meeting held in London.